声明
摘要
Abstract
TABLE OF CONTENTS
1．CHAPTER ONE-INTRODUCTION
1．1 Research background
1．2 Literature review
1．2．1 Chinese literature
1．2．2 International literature
1．3 Methodology
1．4 Structure
1．5 Relevance of the study
1．6 Limitation of the study
2．CHAPTER TWO-THEORETICAL REVIEW
2．1 Luxury
2．1．1 Origins and Historical connotations of luxury and luxury consumerism
2．1．2 Modern opinion and theories on luxury
2．1．3 The features and functions of luxury
2．1．4 Categorizing Luxury
2．2 Luxury Brands
2．2．1 Brand and brand value
2．2．2 Brand awareness and brand memory
2．2．3 Leading luxury brands
3．CHAPTER THREE-GLOBAL AND CHINESE LUXURY MARKET OVERVIEW
3．1 The Global Luxury Market Overview
3．1．1 Statistics and data
3．1．2 Problems and challenges
3．2 The Chinese luxury market
3．2．1 Statistics and Data
3．2．2 Chinese luxury consumers categories
3．2．3 The Characteristics of Chinese luxury market
4．CHAPTER FOUR-ANALYSIS OF FACTORS AFFECTING CHINESE LUXURY MARKET
4．1 Factors affecting market growth
4．1．1 Rising luxury demand in smaller cities
4．1．2 The emerging middle class
4．1．3 Rising awareness of luxury brands
4．2 Factors affecting market decline
4．2．1 Duties and taxes
4．2．2 Touristie spending
4．3 Cross-border e-commerce
4．3．1 ’’Haitao’’and“Daigou’’phenomena
4．3．2 Direct mail model and Bonded area import model
5．CHAPTER FIVE-KEY STRATEGIES FOR FRENCH LUXURY BRANDS IN CHINA
5．1 New distribution channels
5．1．1 Cooperation with online luxury platforms
5．2 Using country of origin effect
5．2．1 Basic constructs
5．2．2 “Made in France” effect in China
5．3 Adjusting prices in China
5．3．1．Global pricing concept
5．3．2 Chanel example
5．4 Bonding with Chinese consumers
5．4．1 Marketing strategies involving Chinese social media
5．4．2 Creating brand image
6．CHAPTER SIX-SUMMARY
REFERENCES
8．LIST OF FIGURES
ACKNOWLEDGEMENTS
10．CURRIVULUM VITAE
